Assignment 5. Contemporary Issues In Integrated Marketing Communication (imc)

NameUniversityCourseTutorDateArticle ReviewJohanson , U Burt , S . 2004 , Buying of Private Brands and Manufacture of Brands in Grocery Retailing , Journal of Marketing Management , Vol 20 , pp . 799- 824 Johanson and Burt article provides an analysis on recent decades trend of individual(a) label brands in European retail outlets - the trend is alike gaining pace in North America . The authors are specifically concerned in finding similarities and differences of purchasing processes of private brands verses those owned by independent manufacturers . Private brands are hereby taken to misbegotten good , usually foodstuffs that bear retailers name . Johanson and Burt set false find that initial introduction of these brands into retailers shelves was marked with low shade and low prices . However , continued trade of these products has gradually been companied by improved quality to an extent of private brands becoming come apart of mainstream retailing business .

For instance private brands constitute of 40-50 dole out of merchandise sold in British retail outlets (Johanson Burt 2000 . This is in consideration that competitive pressure in retailing assiduity has sent participants out looking for ways to increase gain margins . Private brands have also been mentioned as sources of more manakin of merchandise and wherefore consumer choice at respective outlets (Bass reaper binder 2008 Players in the industry have therefore embarked on competing on the provision of lo! w priced private brands , as well(p) as increasing these brands loyalty in their already exist client baseThe purchasing of own private brands comes with greater responsibilities on companies and therefore complicate...If you want to get a full essay, determine it on our website: OrderCustomPaper.com

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